Marketing : Real People, Real Choices
ISBN: 9780136054214 | 0136054218
Edition: 6thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009
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For undergraduate Principles of Marketing courses. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. The new edition is updated to reflect new marketing strategies companies are using to reach today's increasingly savvy consumers.
This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean ... MORE
This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean ... MORE
| Preface | |
| Making Marketing Value Decisions | |
| Welcome to the World of Marketing: Createand Deliver Value | |
| Strategic Market Planning: Capture the Big Picture | |
| Thriving in the Marketing Environment: The World Is Flat | |
| Understand Consumers' Value Needs | |
| Marketing Research: Gather, Analyze, and Use Information | |
| Consumer Behavior: How and Why We Buy |
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